Publishing Network for Online Marketers
Vouliagmeni, February 22, 2009 - by Yorgo Nestoridis
How to build high visibility as a small Business Developer?
The best answer is: do as the Big Boys do, not as they say! Publishing to grab visibility needs a concept and what is scalable upwards, is also scalable downwards for a long as the cost does not wipe you out from the radar. And here comes the most important principle we have always been following at YORGOO - Ycademy:
Economy of scale (downwards) is a matter of team-work, where work, cost and results are shared.
What makes individual Publishers lose out?
One of the most important factors is: your creative work escapes you as it is picked up and framed by large networks. This is often due to a Catch 22 situation: to promote your web site you promote it on book-mark sites such as Google, Delicious, Technorati, Blogcatalog as well as on social networks who have established high publishing power, visibility and authority.
Your publication contributes to their dominant position in the market which has as a logic consequence, that they occupy a good part of top Google listings.
In as much as you are concerned, your content is doing exactly that: it promotes someone else’s publishing framework.
Most Blogging Gurus advise to profit from the possibility of promoting your Blog on such large networks and they also may have sold you a Blogging Template or script, where your advertising is organically separated from your original content: your blog posts are clean, your ads are usually in the Sidebars.
The large networks are obviously not interested in your ads, but in your original content only. That content can be stripped easily using content feeds and embedding such content into the Big Brother’s framework … where Big Brothers Ads are then associated to YOUR content.
In other words: if you want visibility, you need the help from Big Brother and you pay the price for it: you lose your income potential.
The Concept of YORGOO Publishing
YORGOO Publishing has started building a Publishing Network with two main objectives:
1. A high degree of visibility of the YORGOO Publishing Framework and
2. A High Visibility of the published Authors.
In clear text: YORGOO Publishing as a Framework and the Authors should rank ahead of Big Brother Frameworks on Search Results.
After almost 12 months of testing and implementing various strategies we are able to draw first conclusions which we share and implement at Ycademy, namely in our online Seminars.
We distinguish between the following elements we focus on:
The Authors’ Authority
The Frameworks Authority
The Publications visibility
YORGOO Publishing Model
As a creator of original content you can build authority namely if your content is ‘branded’ and if your Publisher respects that branding. An Author’s notice with a link back to the Author’s source is appropriate.
Recommendation: An Author should have a source site, through which he provides content to the Publisher and link back to the source site from each piece of content created and published. Example: YorgoNestoridis.com
I use the Semiomantics Author Script for this purpose which forces content focused clean code, probably one of the most important criteria for gaining authority, attention and the goodwill of publishers.
Hosting South Africa
A Publisher needs a Framework with high visibility, meaning: top Google listings, and loads of them in the keywords relative to his target. To achieve that goal, good content is not sufficient. The Framework itself can acquire reputation and authority. Once the Framework has achieved such authority, most any content published within that Framework will get high visibility.
Recommendation: A Framework should be able to place itself on Search Engines ahead of Big Brother sites. It must be flexible, semantically efficient and highly optimized (on-site optimization as well as off-site optimization) to beat large publishers regularly, providing a more targeted experience than the usual mash up and approximate optimization Big Brothers can live with. Example: YORGOOPublishing.com.
I use a combination of Publishing and Aggregating Software, similar to the Ycademy Pro websites at Ycademy.net. The Semiomantics Publisher Script allows to aggregate multiple authors to stream-line content in a search engine efficient way to the out-put publication (the website) which can either be on the site itself or which can be a third site providing post-editing facilities to produce a reader-friendly appealing Publication (Example: YORGOOBlaster.com).
The final product of the effort is a Publication, which must provide well coded targeted and framework contextual content which besides being highly optimized (readable by spiders and bots) must provide an appealing experience for the readers. Readers feel at easy when they find quickly what they are looking for, when the layout and graphics are attractive, when the style provides easy access and readability and when in the end the reader either bookmarks us to return and/or registers with our feeds or site.
Hosting YORGOO Blaster
Advertising is Publisher’s privilege and we therefore need to think about creating the mix of content and advertising in a systematic way on our Publisher Site (Framework). Imagine the following scenario: The Framework provides advertising space for example on the sidebar. Such ads are easy to strip by extracting content Feeds only.
It is therefore interesting to include Advertising links directly in the content as well as in the Feeds (ad on ads). Ycademy.net websites use automation software for this process, providing thus an out-put which carries the ads within the content.
Trigger-words are pre-configured to generate hyperlinks to external or internal ads, sales pages or other promotional materials. As these links are created in a contextual way and as the link targets are well known by us, all links lead to contextual content on a site under our own control with the advantage that we don’t need to configure the links with a ‘nofollow’ instruction for search bots.
The result is amazing: Google will appreciate to follow links where at the other end there is contextual content. The site we target profits from a link in, and the publication gains authority by providing access to additional relevant content. Last but not least: we profit from our authority as a Framework and Author to ‘recommend’ to our readers products and services we are comfortable with.
The Dark Side of the Moon
Do you remember when almost 2 years ago Facebook abused its users Authority to pass on ads to the users’ friends and relations, creating thus the impression that the user was recommending the promoted services or products? Facebook lost the legal battle. How about if large publishers associate their ads to our content from the sidebar or in the content area of their sites? It seems that this is OK, looking at the way even Google is dealing with the issue.
How about sticking Hyperlinks under trigger-words provided by third party Author’s content?
In fact, the result is even more exciting than what Facebook had in mind, namely if third party content is published in a more efficient way through your Framework, than through the original Author’s own publication.
We all know the sort of plugins which create links to keyword relevant content, such as dictionaries, Wikis or also search engine related service; so why should we not be able to stick our own links to such trigger words, targeting our commercial content?
I leave the question open for discussion. It’s an interesting zone we are exploring here, namely for users of YORGOO Blasters, the most aggressive niche sites I am aware of. Imagine you could feed your Blasters not straight of Author’s sites but through your aggregator, which will take care of your interest as a publisher, which is in the balance of content and advertising to make the business viable.
The Ycademy Seminar is dealing with exactly these issues this week-end and I am looking forward to the practical field tests which are expected to return first results this coming week.
Cost in Time and Money is a typical stumbling block for may. At YORGOO - Ycademy we try to minimize the impact of cost and to optimize the time factor.
To do this we provide an infrastructure for our Publishers equipped with the latest and most advanced technology. High capacity servers allow large amounts of information streams to be stored, sorted and prepared for publication. Cost per user reduction is some 80%.
The second most important financial impact results from the preparatory work for specific publications, type YORGOOblaster.com. The post editing process and specific tuning for advertising in a given layout and format requires automation processes we can rationalize by sharing relevant software and server capacities. Semiomantics.net will provide these services.
The final publication (magazine type, news paper type or blog) can be hosted anywhere and published in a teleguided way using feed out puts from the post editor. Multiple such out-puts can be generated for multiple purposes.
Finally, the original author’s input can also be streamed from a relatively simple site, provided it generates clean code, which is not only a matter of the script used but more a matter of editing discipline.